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4 steps to build your marketing plan |
The BMC does not replace a proper strategic planning process, but it’s a good tool to make a quick assessment of the go-to-market strategy. .Dear Fellow Innovator,In my go-to-market work there are some ideas and frameworks that have proved their value project over project. One of them is the Business Model Canvas (that I hacked to 2.0 release in my previous post).
I use it mainly with “new born” companies: Startups, spin-offs, and innovative SMBs. Usually in just 4 sessions: 1) The business model (Ref .: Business Model Canvas 2.0, Lean startup – Osterwalder, Blank) 2) The strategic and competitive environment (Ref .: Competitive advantage – Porter, Christensen) 3) The Unique Selling Proposition (Ref .: Positioning, 4 Ps, – Trout, McCarthy) 4) The go-to-market (Ref .: content marketing and sales development – Scott, Konrath, Singer) Even from these first sessions I get precise information about: · the target customer, his job-to-be-done, the problem and our solution; · clear keywords for the definition of the content marketing campaigns and · precise guidelines for the definition of processes and commercial organizations. This method tends to give less importance to the competitive aspects and the key drivers of market trends. For this reason I use it mainly with young business, who have identified a niche or a “virgin market”. (Ref. Blue ocean strategy, Kim) If you decide to use it, and you want to discuss what are the likely reactions of the participants to the 4 sessions, please feel free to call me: +39 349 648 2225 Cordialmente Flavio ——————————————– To talk about this, Just give me a call at +39 349 648 2225 Cordialmente, Copyright © 2016 Business Exploration ®, All rights reserved. If you liked this post, get more of the kind. The best way to reward this post is with your “like”
————– versione italiana I Pensierini Notturni Caro Collega Innovatore, Nei nostri progetti di consulenza usiamo idee e modelli che hanno dimostrato il proprio valore progetto dopo progetto. Qui ne trovi alcuni. Se decidi di usarli, o vuoi parlarne, chiamaci senza impegno al: 0039 02 8719 8498 Strumenti per costruire un piano di commercializzazione: Il Business Model Canvas di Osterwalder
Il BMC non sostituisce un corretto processo di pianificazione strategica, ma è molto utile per fare una verifica veloce del modello commerciale aziendale. Al livello minimo lo usiamo come primo strumento in aziende “nascenti”: 1) Il modello di business Già da queste prime sessioni si ottengono indicazioni precise sul target Cliente, cosa vuole fare, il problema e la nostra soluzione; chiare parole chiave per la definizione di campagne mirate di content marketing e precisi indirizzi per la definizione di processi e organizzazioni commerciali. Con questo metodo si tende a dare minore importanza agli aspetti competitivi e ai fattori trainanti dell’andamento del mercato. Per questo lo usiamo soprattutto con business giovani, o che abbiano identificato una nicchia o un mercato “vergine”. (rif. Blue ocean strategy, Kim) Se decidi di usarlo, e vuoi discutere quali sono le probabili reazioni dei partecipanti alle 4 sessioni, chiamami: +39 349 648 2225 (chiamami ora, a colazione, quando vai al lavoro, aspetti in aeroporto …) cordialmente, Copyright © 2016 Business Exploration ®, All rights reserved. Se ti è piaciuto questo post, e vuoi riceverli tutti. The best way to reward this post is with your “like”
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